We sat down recently with Alex Gertsburg, the CEO of the firm that has offices in Chagrin Falls and Cleveland, to ask them how they’ve been thinking through their planning for 2019. Here’s what he had to say:
MYB: What is your firm’s biggest priority in 2019?
Gertsburg: Our priority next year is to focus on the fastest growing part of our firm, Cover My Six, and to give it an even bigger boost than we had this year. Cover My Six is a legal audit of the six areas where a business is most likely to get sued. We had 40% growth in our firm this year; next year we want to have exponentially higher growth and Cover My Six is how we’re doing it. I want it to be the biggest disruptor to hit the legal business since Legal Zoom.
MYB: What strategies have you used to grow this part of your business?
Gertsburg: We’ve had a lot of good testimonials and messaging. I have this product that every business needs to know about, but how do I show them that? I have other people show them. The best way I know how to do it is to have other people tell my story, so we’ve used testimonials and a social media campaign to do it.
MYB: How do you judge whether this marketing campaign for Cover My Six is a success or not?
Gertsburg: We’re benchmarking it in terms of revenue, the total number of orders placed and the total number of simultaneous audits taking place.
MYB: What’s the biggest challenge you’re trying to solve for 2019?
Gertsburg: Our biggest challenge in 2018 was capacity. We had so much business coming in the door that our attorneys would often get bogged down. We solved that problem by becoming more efficient.
MYB: What have you done to become more efficient?
Gertsburg: Every single time we do a Cover My Six audit, we get better at it. After each order, we ask ourselves, how could we have been more efficient? And the process gets faster. We squeeze out waste each time we do an order. It’s a never-ending cycle of improvement.
MYB: And now for a shameless plug on our part, how has COSE and the Greater Cleveland Partnership helped you achieve your business goals?
Gertsburg: It’s really simple: The organization has surrounded me with other business owners. And these business owners are going through the same buckets of issues and problems we are. I benefit by networking with them or attending board meetings and being surrounded by these owners who deal with cash flow issues and culture issues and other problems small and mid-sized businesses all have. By hearing what they are going through, I get better at resolving my own challenges and I am able to help them, too, which makes me feel good. A rising tide lifts all ships. And by solving problems, we strengthen our relationship and that’s the biggest way COSE and the Greater Cleveland Partnership have helped me.
Alex and the attorneys of The Gertsburg Law Firm now offer Cover My Six, a one-stop legal audit for your business, led by award-winning litigators and in-house counsel. CM6 minimizes your exposure to lawsuits, investigations, disgruntled employees and customers, and all the damage that comes with them. Visit www.covermysix.com to learn more about how to protect your business from lawsuits with this brand-new service.
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